Doner LA hired 12-year industry veteran Eddie Moraga as vp, brand strategy, effective immediately.
“Eddie has a track record of aligning creativity with business ambitions. This strength will prove pivotal in helping our clients build—and, in some cases, relaunch—their brands,” Doner CEO David DeMuth said in a statement. “I look forward to seeing how Eddie’s strategic expertise ushers Doner LA and its clients into uncharted areas in the ensuing months.”
Arriving as brands seek to navigate the impact of the coronavirus pandemic, Moraga will be tasked with uncovering insights that lead to compelling narratives for clients including Amazon, Del Monte, Icelandic Glacial, Netflix and Quibi. New business efforts will also be an instrumental part of his role as Doner seeks to expand its entertainment portfolio. He will report to Doner LA president Lauren Prince.
In a statement, Prince cited the importance of providing “strategic value and intellectual rigor” to the agency’s clients. Calling Moraga “passionate and curious with a bias toward action,” she said that he “epitomizes what we need to make the work not just better but exceptional.”
“Eddie understands creativity, culture and communication,” added Doner LA CCO Jason Gaboriau. “I look forward to partnering with him to bring smart, disruptive thinking that puts our clients at the leading edge of innovation.”
Moraga arrives at Doner following a stint as a freelance strategist with agencies including 180LA, Sid Lee and TBWA\Chiat\Day. Before going freelance, Moraga held senior strategist roles at 72andSunny and MullenLowe, working with brands including All-State, Coors Light, Toyota and Whole Foods Market. According to a statement, he concepted the “Truth” anti-smoking campaign while at 72andSunny, an effort which collectively earned four Effie Awards.
“Lauren, Jason and the team understand how to create accessible creativity that reaches a wide array of audiences,” Moraga said in a statement. “I look forward to building a strategy discipline at Doner LA that contributes to that vision, cementing the agency as a beacon for best-in-class creativity on the West Coast and beyond.”